The key strategies to the post-Olympic tourism revolution

  • An £8 million extension of the GREAT marketing campaign – crucially expanding the campaign within China, a key fast-growing economy.
  • A £2 million investment to boost domestic tourism marketing – building on this year’s ’20,12% discount’ TV ad campaign.
  • Maximising tourism on the back of the other big sporting events on the horizon – including the Champions League in 2013, Commonwealth Games in 2014 and World Athletic Championships in 2017.
  • Making the most of cultural tourism, including maximising tourism boost from the extraordinary success of Festival 2012.
  • These new initiatives will continue to maximise on the economic benefits of the Games across 17 key international cities.